Instagram redesigns IGTV with an emphasis on creators
Instagram says it believes that IGTV is the future of video
Today, Instagram is updating its IGTV platform, presumably with the hopes of bringing more users to use the service, and encouraging long-form video creators. The company today informs that the homepage has been fully updated to feature a top-up creator, customized to each user based on who they are following and what content the app thinks may be of interest to them. As well as a hands-free recording feature, the app is also getting a Discover tab to surface new and interesting IGTV content.
The Discover tab may be the biggest update, as the app already only displays videos from people who already follow users, as well as "famous" videos. The app is bare and allows people to tap in to start watching video. A search tab could allow them to experience quicker and enable them to use the app.
A minor but possibly impactful update to the Instagram app is also provided by the company; users can share their IGTV content in their stories and play 15 seconds of content instead of a freeze-frame. It could encourage viewers to click through and watch the entire video, thereby bringing more views to the makers.
All these changes may make the app more appealing, at least as far as making videos and discovering new content is concerned, but it is unclear how many people actually use the standalone app as opposed to finding IGTV videos via Instagram itself. The organization has refused to include user numbers. The IGTV app has slightly more than 1,000 stars on the App Store and about 25,000 in Google Play.) However, it's unsurprising to see Instagram turn its emphasis even further towards creators; the company has courted talent from its Los Angeles office, explicitly encouraging them to use IGTV.
These reports seem to indicate that Instagram claims users are having difficulty finding images, and that may be what leads to the platform's lower view counts. The organization also allows users to cross-post their IGTV videos on their grid and, for similar reasons, fill it in the feeds of others.
Instagram says it believes that IGTV is the "future of video," and it is important to make sure that users will really find content to watch as well as creators that they want to keep them coming back.